Each year, the Terry College of Business hosts a Digital Marketing Competition, where students work in groups of 4-5 and are tasked with creating an integrated, multichannel marketing campaign while working along with highly acclaimed marketing professionals acting as their coaches. This competition is known to provide the client with several thoroughly-vetted, agency-level strategies, and the client in 2023 was The Home Depot.
We were tasked with finding innovative ways to reach a new target audience to promote their Online Project Guides (a series of videos and “how-to” guides explaining how to complete home DIYs from cleaning to knocking down a wall).
My group went through several rounds of elimination to represent our coaches, Steve Denker and Russell Harrell, in the final round of the competition. We had the amazing opportunity of touring HD’s headquarters and got to pitch our idea to a panel of executive judges chosen by the client.
We worked with a hypothetical $500,000 budget and created a campaign that combined multiple planned strategies (both paid and owned) to find a way to connect social media/the digital experience with the client’s in-store experience. Our plan resulted in an estimated 16,500,000 impressions and $2,012,311 in generated revenue.